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Economy

Kent RO Systems: All about purity!

Kent RO Systems is known for revolutionising the water purification industry in India. The company today commands a market share of about 40 per cent in RO water purifier segment in the country. Dr. Mahesh Gupta, Chairman & Managing Director, Kent RO Systems Ltd shares the journey of the company and the way forward in an exclusive conversation with India Brand Equity Foundation (IBEF). Edited excerpts:

How do you see the journey of your organization so far and what are your views on the way forward for the company?

I am happy that we have been able to tell people that they need a better purifier and people have understood our proposition and showered their love and affection on our products. However, I feel our journey has just begun as we have touched just two per cent of the population and a large base of population still feels what they have is good enough. People in India today are willing to spend INR 80,000 (US$ 1200) to buy a new mobile phone but they still do not want to replace their old water purifier with the latest technologies available in the market. Hence, there is still lack of education among the target audience and this gap needs to be bridged.

How are you planning to bridge this gap?

We are already the highest spenders in terms of media in our category and our media spend is not only about brand building but also about awareness. Even our current brand campaign is focused on creating awareness about the importance of clean water. We are offering free service to people to get their drinking water tested from our team. We are taking multiple such initiatives to increase the level of awareness in the general public.

Also, the company has diversified into new segments recently. What is your strategy on this front?

It was a natural extension for us to look at areas like air and fruits & vegetables. In a nutshell, we have decided to work in the area of purity and wherever it affects the health of the consumer.

What are your thoughts on the market potential in the water purifier market in India?

There is huge potential for growth. Many new entrants are coming into this industry. It is good that market is getting mature and it is overall a good sign for the industry.

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